Harvard Ext Oct.2008.Ppt
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Transcript of Harvard Ext Oct.2008.Ppt
Lois KellyBeeline Labs
Oct. 24, 2008
Conversations
People withpeople online
PR with the media
Customerswith
customers
Employees with customers
Executiveswith opinion
leadersYour partnersand vendors
with customers
The world is a giant web of conversations.
People withfriends
Sales repswith
customers
ConversationsConversations
You Tube
Podcasts
Webinars
Conferences
Blogs
Onlinecommunities
With more channels than ever before
Socialnetworks
Salesmeetings
ONE-WAY M
ARKETING MESSAGES •
ADS
WEB CONTENT • SALES DECKS
CONVERSATIO
NS
The
importance of
conversations
isn’t new…
• Builds understanding
• Emotional connections
• Develops relationships
Trust
5 things make it more important
1. Trust2. Overwhelmed3. Being heard, having a say4. Emotional connections5. Web 2.0
The 5 biggest obstacles
1. Misperception: tag lines & mission/vision ‘r it2. Company/product focus vs.. customer focus3. Committee “mush” and fraidy cats4. Command and control mindset5. Nothing to talk about
“Remember when technology ad the abilityto amaze you? Believe again.”
It’s time to fly.®
1. Listening2. Point of view3. Conversational culture
Listening
82%
59% 52%
Communispace study: members of 20 online communities
Value of being heard
What truly makes us different is that we listen toyou, our users…Kayak employees (from our CEOto accounting to our geeky engineers) personally
answer each and every email.
Anyone can listen, but we also react.
My first - and what I'd planned on being my LAST - visit to Cowboysand Angels was a total nightmare.
What I didn't anticipate was getting a phone call from the owner ofthe salon. I went back in last night to give them another go —- thistime it was on the house... I have never been more pleased with ahaircut. It looks AMAZING.
Value: Responding to negative
“That’s kind of interesting.Tell me more.”
A point of view
Want more interest? Be more interesting
Simple sentence describing business, how itdiffers
ELEVATOR SPEECH
Most important points to convey aboutcompany, product, service
MESSAGING
Value customers get from doing businesswith company
VALUEPROPOSITION
Why the organization exists, providesdirection to what company does
VISION
Beliefs and ideas that provokeconversation, build understanding;something a person would say
POINT OF VIEW
How a POV differs
Most marketinghas no point ofview….
And nothing totalk about.
Vs.
Real beauty haswrinkles, bumps,
curves.
“Will our societyever accept old
can bebeautiful?”
Vs.
“Three out of four people on the earth aren’t connected to the Internet.
Our mission is to provide the infrastructure…
But our cause is to eliminate the digital divide.”
Scott McNealy, chairman, Sun Microsystems
PrincessThe cruise line that brought you the Love Boat
Vs.
American Canadian Caribbean Cruise Line“Like being on a friend’s private yacht.”
ContrarianContrarian
CounterintuitiveCounterintuitiveAnxietiesAnxieties
David vs.David vs.GoliathGoliath
AvalancheAvalancheabout to rollabout to roll
““How toHow to””
PersonalPersonalstoriesstories
AspirationsAspirationsAnd BeliefsAnd Beliefs
Glitz & GlamGlitz & Glam Seasonal,Event related
9 themes that get people talking
Aspirations & beliefs
Avalanche about to roll
Free ad-supported software
You won’t need a Web site in 2 years…..
Anxieties
Contrarian/Counterintuitive
Personal stories
“How to”
Glitz & glam
Event, seasonal related
David vs. Goliath
Ask new questions
• What do we passionately believe?
• Customers love when we…
• What’s the one best piece of adviceto give to our customers?
• If we had a crystal ball, whatchanges would we see in ourindustry?
25 questions, p. 206, Beyond Buzz
3. Conversational culture
Be friendly vs.. formal
Friendly dealer table earned 13% more revenue. J.D. Power/American Casino study
Blogs: friendlier style of communicating
“Weʼre going to rock out to Philip Glass all nightlong and gab to somebody we just met abouthow much Expressionism inspires us.”
Marketing/sales: be trusted & loved
Customers:Trust & love
Conversations
Point of viewListening“Talking”
Blog:www.foghound.com